Presentation by F. Brian Whitman, President & CEO, Corrigan Consulting at the Smart Health Conference 2018, held at Bally's Las Vegas on the 26-27th of April, 2018.

1. The Evolving Digital Patient
F. Brian Whitman
President & CEO
brian@corriganconsulting.com
| CORRIGANCONSULTING.COM 1

2. The proliferation and sophistication of digital
devices, big data technology platforms, and
increasingly savvy customers accustomed to
getting their way, have combined to create the
perfect storm.
Source: Lisa Loftis, SAS Institute
2

3. Patients are “Consumers”
3
• Consumers have emerged as the fastest growing payer in healthcare
• Confused as they try to discern the cost and value of care.
• Pricing is meaningless without quality data. According to Leah Binder, CEO Leapfrog, “97%
of customers surveyed preferred hospitals with the highest grade of safety”.
• Over half of consumers want to receive their care from a single brand.
3 in 10 are have deferred treatment to avoid the confusion and expense
4 of 5 find it hard to compare cost and
quality
3 of 4 feel healthcare decisions are the most
important and expensive they will make
7 in 10 feel responsible for managing their own health, but don’t have tools
Source: The Consumer is the New Payer in Healthcare. NRC, 2017.

4. 4
Consumerism
Prefer
quality ranking
organizations over
consumer-driven
reviews to help
choose a hospital
Millennials – 52%
Older – 34%
Gone online to a social
networking site and
shared experiences
about a hospital or
doctor
Millennials – 45%
Older – 10%
“A movement that advocates patient
involvement in their own healthcare
decisions.”
Previously passive patients are now
empowered consumers with unlimited
access to information, more choices and
greater responsibility for the cost of care.
Providers should recognize that competition
has expanded from the “colleague down the
road” to include the retail store across the
street and virtual providers.
Health providers need to deliver greater
consumer-defined value; and embrace
convenience as the new currency. Klein and Partners
2016 Millennials and Digital Healthcare Behaviors

5. What’s Driving the Change?
The Digitalization of the World
Source: A Brand New Marketing
Open
Information
Social
Customer
Experience

6. Today’s Patient Journey
• Patient journey to a particular
health related decision
consists of multiple and
non linear channels of
expert, trusted, family/
friends, and user reviews/
comparisons.
• Consumers are now
influenced through broader
conversations that can create
awareness, preference,
engagement, and action
resulting in advocacy.
• Patients are supported by
increased access to digital
information, resources, and
on-going support.

7. 7
Digital Health Adoption We are now a 3 device society.
As of 2016 there were 2.6b smartphone
users worldwide and predicted to grow to
6.1b by 2020.
46% are now considered active digital
health adopters, having used three or
more categories of digital health tools

8. Overall – Think Mobile
• 79% of people surveyed use their smartphone for reading
email -- a higher percentage than those who used it for
making calls. (Email Monday)
• Publishers of health apps brought to market 100,000 more
apps in 2016, a 57% increase. However, 80% of app use
is spent within a user’s top three apps.
• 57% of users say they won’t recommend a business with a
poorly-designed mobile site. (socPub)
• 48% of consumers start mobile research with a search
engine --but 33% go directly to the site they want.
(Smart Insights)
• 50% of consumers who do a local search on their
smartphone take action on that search within a day
8

9. Online Health-related Information
Searching
Page 9
72% in 2018
62% in 2016
Significantly higher
among women than
men (77% vs. 66%)
25%
33%
11%
30%
25%
29%
15%
27%
Desktop
Laptop
Tablet
Smart phone
Device Most Likely Searching On
2018 2016
Q1: In the past year have you searched online for health-related
information?
Q2: When you are searching the Internet for health-related
information, what type of device are you most likely to use?
Klein and Partners
2018 National Omnibus Study
Results

10. Have smart phone but haven’t
used it for healthcare info
seeking
40%
Don’t have a smart phone
30%
PAGE 10
Top Smart Phone Uses For Healthcare Information
Have smart phone but haven’t
used it for healthcare info
seeking
27%
Don’t have a smart phone
29%
Look up symptoms
48%
Research health topic
42%
Look up info on doc
28%
Go to a hospital website
19%
Apply for a job
40%
Look up symptoms
39%
Go to a hospital website
24%
Make online donation
16%
Participate in wellness program
15%
Read a health magazine
14%
Schedule virtual appointment
11%
Check ER wait times
10%
Millennials Gen X Boomers Silent
29% of Millennials
have used a
hospital’s App to
check ER wait times.
Klein and Partners
2016 Millennials and Digital Healthcare Behaviors

11. Internet and Big Data
• Fundamentally changed business intelligence
The ability to identify, target, communicate, measure, and engage… in real time!
EDUCATE
PERSONALIZE
IDENTIFY MEASURE ENGAGE
14:20ACTIVITY
MOVE
EXERCISE
STAND

12. 12
Data Enables Understanding of Consumer
Attribution Tracking –call tracking numbers, cookies, tags and cookies give
marketers more tools to see how customers respond to their content and move
through the conversion funnel
Device Graphs –(i.e., identity management) a map that links an individual to all the
devices they use. Helps you understand how they use the device and what they
respond to.
Research–New online research communities provide cost-effective tools to test
strategies, hypotheses, and communications materials
Strategy Development –Data from CRM and other sources give marketers greater
access to develop strategies that move beyond promoting the favorite service
lines of key physicians/leaders

13. 13
Understanding Consumer Expectations
Source: Accenture Consumer Health Study 2014

14. The Evolved Patent Wants Convenience
14
80% Prefer Providers with Online Scheduling
• 67% choose online scheduling over location; 33% say online scheduling
will increase the likelihood of making an appointment.
• Self-scheduling is ground zero for health systems.
Source: Stax Online Scheduling Study 2016

15. 15
Virtual Visits Increased 20% Between 2015-2016.

16. Consumers want their Digital Healthcare
Experience to be More Like Retail
78% of the more tech-savvy consumers say the healthcare digital customer experience needs
improvement, and 50% said they would leave their current physician for a better digital customer experience.
69%of respondents expect their health insurer to make it easier to navigate affordable care and
wellness options.
Consumers want fast and easy digital experiences, but mobile healthcare is perceived as lacking ease of
use and features, with 62% of respondents citing it is not able to accomplish what they want it to do,
42% of respondents citing a lack of relevant options and 40% of respondents citing mobile healthcare
takes too long to complete.
Here are the six areas consumers respondents said improvement is most needed in.
• Searching for a physician or specialist (81 percent)
• Accessing a family member's health records (80 percent)
• Changing or making an appointment (79 percent)
• Accessing test results (76 percent)
• Paying bills (75 percent)
• Filling a prescription (74 percent)
16NTT DATA Survey - 1,102 U.S. healthcare consumers during September 2017

17. 17
Influence of Retail is a Disruptor
22% of Healthcare Consumers are using various forms of retail
healthcare including in store and virtual. (Klein and Partners)
Retail’s primary point of differentiation is catering to consumer convenience.
Virtual delivery models will rapidly expand for primary and chronic care
management; making care at home, work and other consumer
environments more accessible.
You are now competing with CVS, Amazon, Uber, payors and more.

18. The retail world is learning
healthcare faster than
healthcare is learning retail.
18
Rob Klein, Klein & Partners

19. 19
Avalanche of Connected Devices
Virtually any physical product has the potential to be connected to the internet:
 Landscape watering
 Infant monitoring
 Home security
 Elder care
 Pet care
 Door locks
 Coffee makers
 And we are already living with Apple’s Siri, Microsoft’s Cortana, Amazon’s Alexa and so much more.

20. Page 20
Voice Search for Health-related
Information
23%
have used voice search for
health-related information
Millennials
42%
Gen X
22%
Boomers
14%
Silent
5%
Q3: Have you used a voice search using a digital assistant such as Google Home, Amazon Echo,
Apple HomePod, etc. to find any health-related information?

21. 21
Spoken Search
Search queries are evolving from words typed in a search box to those spoken into an array
of devices.
In 2017, 20m units of smart speakers were sold.
Amazon owns 69% of the market; Google with 25%.
On Google, 20% of all searches come from a voice search. Will be 50% by 2020.
68m Americans listen to podcasts on a monthly basis.
Voice assistants or Intelligent Personal Assistants (IPAs like Siri, Alexa, Google Home) are
training customers to use voice in ways that marketers must adapt to.

22. 22
Data Gives Rise to Personalization
Personalized Marketing –one-to-one marketing to develop individualized
messages and product offerings to current or prospective customers.
Customer Relationship Marketing (CRM) –practices, strategies and
technologies used to manage and analyze customer interactions and data
throughout the customer lifecycle, with the goal of improving relationships
with customers, improving customer retention and driving growth.
Marketing Automation –software platforms to more effectively market on
multiple channels online and automate repetitive tasks.

24. Custom Persona Development

25. Clinical & Consumer Data  Profile  Personalization
Conditions
Diabetes
Migraines
Depression
Overweight
Metformin
Imitrex
Medications
Sugars <130
Weight 168 lbs
LDL <100
Goals
Step Goal 10,000
A1c
LDL
Lab results
Peak flow Purchase History
Device Data
Trends
Consumer data
Digital History

26. Personal
messaging
3 billion netizens …
spend around 19
hours online every
week… 90% of their
time is spent on
messaging
platforms.
– Shriya Pal
Enterprise
messaging
and chatbot
By 2020, customers
will manage 85% of
their relationship
with the enterprise
without interacting
with a human.
– Gartner
Chatbots Enable Personal Clinical Conversations
People using messaging
in their personal lives
now expect to
communicate the same
way with enterprises

27. Influence and Use of Artificial Intelligence (AI)
80% of B2B marketers predict AI will
revolutionize marketing by 2020
Only 10% of them are currently using AI for
their businesses

28. Micro-Moments in Digital World
“Micro-moments are
critical touch points
within today’s
customer journey…”
https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micromoments-guide-pdf-download/
• Micro-moments are the new battlegrounds for brands with three key strategies to consider:
1. Be There – Anticipate the micro-moments for users and commit to being there
to help when those moments occur
2. Be Useful – Be relevant to consumers’ needs in the moment and connect
people to the answers they’re looking for
3. Be Quick – Mobile users want to know, go, and buy swiftly.

29. Meets patients
where they are
Empowers patients to
be advocates for their
health
Promotes
engagement

30. 30
Managing Chronic Disease Digitally
Ochsner Digital Medicine is a digital platform to manage chronic disease effectively and
conveniently
 A digital platform that enables virtual care and management of chronic disease
 Engages patients to participate in health management by tracking health indicators
through digitally connected devices
 Enables robust data collection and insights to allow for more proactive, continuous care
 Completely integrated into Epic EMR to optimize care coordination
 Provides a dedicated care team to address each patient’s precise needs by actively
manage medications and addressing social and behavioral factors that influence health

31. 31
The Evolved Digital Patient is Now
New technologies, partnerships and resources will continue to evolve patient
expectation
• Wearable devices now can feed into Electronic Health Records
• Medstar partners with Uber to ensure patients show up to appointments
• HealthTap, Heal, and Boston’s Children’s are all using voice-driven skills to assess
symptoms and in the instance of Heal and Health Tap – interact with providers
• EvergreenHealth uses Alexia to assist new parents on OB Unit
• Insurance providers are now offering and reimbursing virtual visits
• Chatbots are being used at Oschner to manage diabetic patients
• We have increased data sources to understand patients, develop news digital services to
support them, and propose and market new services

32. Automated healthcare could
be up to 85% of all health care
customer interactions
Based on automated customer service projections from Gartner

33. Thank You
F. Brian Whitman
President & CEO
brian@corriganconsulting.com
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